These new routes include the main roads at Little India, Somerset Road, Tanglin Road and Eu Tong Sen Street / New Bridge Road towards the Singapore River (see Appendix 1). Arising from the latest review, the existing designated signage routes at the Bras Basah.Bugis Area, Orchard Road and Eu Tong Sen Street / New Bridge Road are extended to include the adjacent areas where there will be no disamenity to surrounding uses. URA has reviewed the guidelines to balance the needs of the business community and advertising professionals while maintaining the quality of our built environment as a whole.The guidelines however, do not restrict the display of signboards (see Annex AВ below) on buildings both within and outside the designated signage routes.Guidelines are also in place for outdoor advertisement signs on conservation buildings to ensure that they complement the heritage character and do not obscure key architectural features of the building. Advertisement signs are also not allowed on street furniture and structures along the road, such as overhead pedestrian bridges and gantries.

Hence, advertisement signs are not allowed on the upper parts of building facades or on the rooftop areas. Where signs are allowed along the designated routes, design guidelines are in place to ensure that the advertisement signs relate to the street level activities and do not have a negative impact on views of the city skyline.This includes the residential districts, the financial and business district and the Civic District to ensure that each of these areas retain their unique character and avoid disamenity to the uses there. Outdoor advertisement signs are not allowed in other parts of the Central Area, outside these areas.Advertisement signs are therefore only allowed along identified designated signage routes along Orchard Road, New Bridge Road / Eu Tong Sen Street and within the Bras Basah.Bugis district as well as parts of Raffles Place, Marina Centre and Singapore River. As such, outdoor advertisement signs are channeled to the key activity corridors within the city where there are high levels of pedestrians and street activities and where advertisement signs can complement the character and activities within the area and contribute to the vibrancy and buzz.This includes guiding the location of outdoor advertisements to ensure that the streets are attractive and not over-cluttered with advertisement signs. These areas and the city skyline are the result of careful planning. SingaporeвЂ™s Central Area comprises a number of distinctive districts, each with their own unique character and mix of uses.

Facade signage transfer licence